Abstract
Purpose—This study aims to examine the role of mindful consumption in promoting rural sustainability, particularly in the context of tourism in Muang Kaen Community, Chiang Mai, Thailand, by establishing a robust circular economy.
Design/methodology/approach—The data were collected through in-depth interviews with 28 informants who are tourism stakeholders regarding sustainable development, i.e., government officers, business owners, community leaders, and community members in Muang Kaen, to achieve the data triangulation. A thematic analysis of the interview data was employed in this data set.
Findings - The findings demonstrate three key themes for driving sustainable community development: a sense of community, leadership, and embodiment. At an individual level, local community members co-create a sense of community through Thainess, which gradually forms the social commitment to caring for neighbors, the community, and the environment. Carefulness also relates to another theme, ‘leadership’ – social capital, which drives mindful behavior among the community members. Both situational and official leaders are key persons in forming a culture of sustainability within the community. Finally, the community can achieve sustainable goals by driving from the individual to the collective level through the embodiment.
Research limitations/implications - This single-case study warrants further examination across different communities to generalize the findings to broader circumstances.
Originality/value - This study has shed light on how rural tourism can drive sustainable development through a Circular Economy and Mindful Consumption.
Design/methodology/approach—The data were collected through in-depth interviews with 28 informants who are tourism stakeholders regarding sustainable development, i.e., government officers, business owners, community leaders, and community members in Muang Kaen, to achieve the data triangulation. A thematic analysis of the interview data was employed in this data set.
Findings - The findings demonstrate three key themes for driving sustainable community development: a sense of community, leadership, and embodiment. At an individual level, local community members co-create a sense of community through Thainess, which gradually forms the social commitment to caring for neighbors, the community, and the environment. Carefulness also relates to another theme, ‘leadership’ – social capital, which drives mindful behavior among the community members. Both situational and official leaders are key persons in forming a culture of sustainability within the community. Finally, the community can achieve sustainable goals by driving from the individual to the collective level through the embodiment.
Research limitations/implications - This single-case study warrants further examination across different communities to generalize the findings to broader circumstances.
Originality/value - This study has shed light on how rural tourism can drive sustainable development through a Circular Economy and Mindful Consumption.
| Original language | English |
|---|---|
| Journal | Journal of Tourism Futures |
| Publication status | Accepted/In press (AAM) - 27 Nov 2024 |